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Bollywood now has a big rival in India. it makes more money

Bollywood now has a big rival in India.  it makes more money

 


A New Genre of South Indian Movies Epic, big-budget, over-the-top action movies, some of them served with a dollop of toxic masculinity and bloody violence are increasingly dominating the media market and of the country’s $24 billion entertainment industry, and in some cases making their mark beyond India. Although shot in regional languages ​​like Telugu and Kannada, they attract millions of viewers in cinemas showing dubbed versions and on subtitled streaming platforms.

At the forefront of the movement is RRR,” a story of two Indian freedom fighters battling British colonialists in the 1920s. It has grossed up to $150 million worldwide, according to the website The Numbers, since its March release, while Rolling Stone magazine and other American publications have given the film rave reviews. Action franchises KGF “and Pushpa” have grossed around $200 million in total, local media reported, following the smash hit of a two-part mythical fantasy Baahubali” in 2015 and 2017, which collected around $290 million. million dollars combined.

The figures represent a high point for India’s film industry which has long struggled to match the size of China or the United States, despite being home to a population of nearly 1.4 billion. Consultancy Ormax Media estimates that the Telugu-language film industry known as Tollywood earned around $212 million last year, eclipsing the $197 million made by Bollywood, which has long been based in the Indian business hub, Mumbai.

The success, indicative of a shift in power to the south, comes at a time when Bollywood is reeling from a series of flops as its increasingly westernized content limits its appeal to a predominantly urban audience.

South Indian filmmakers have discovered content that transcends language,” said Karan Bedi, managing director of Indian streaming platform MX Player. If you look at the few movies that have gone ballistic, it’s this whole superhero formula. “

And the hit series is also good news for streaming giants such as Netflix Inc., Amazon.com Inc. and Walt Disney Co. who are courting these filmmakers for local content to boost users in the vast but price sensitive. India’s media and entertainment industry is expected to grow 17% this year to $24 billion, rising to $30 billion by 2024, according to a March report by EY and the Federation of Chambers of Commerce and of Indian industry.

India’s wealthier south is home to a cinema-loving audience and thousands of movie screens. The region is also renowned for producing hundreds of films every year that are considered kitsch even by Bollywood standards, often featuring larger-than-life heroes and heroines. Some of these stars have become successful political leaders.

SS Rajamouli, 49, the maverick who is redefining Indian entertainment with the new genre, shot RRR” on a budget of $72 million, something unheard of in India. no histrionics. They’re also enhanced with special effects. In a signature fight scene in RRR,” the hero grabs a heavy motorcycle and uses it as a club to beat up the bad guys.

In a review by RRR, “wrote Rolling Stone, if ever a film deserved to be seen with a crowd and on the biggest screen imaginable, it’s this one”, but also warned that it risked to be a long adrenaline without context. Rush.”

In a recent interview, Rajamouli said he pushes finances on his projects and often goes over budget. Before the reunion, he was watching a YouTube reel of the Top 5 Most Awesome Movie Game Trailers,” a nod to the bombastic style that propelled him to the top.

Obviously the movie has to be a hit,” the director said in his office in the southern city of Hyderabad, home to Tollywood. Otherwise, everyone is going to be in big trouble.”

Little known outside India, Rajamouli has filmed only in Telugu, the country’s fourth most spoken language, throughout his two-decade career as a director. He also directed the “Baahubali” franchise, for which he spent 600 days shooting on a gigantic, custom-built set at the world’s largest studio complex, the Ramoji Film City – a sprawling 2,000 venue and theme park. acres bordering Hyderabad.

His vision was always bigger, bigger and better,” Rajamouli said, drawing on Hollywood inspirations ranging from Brave Heart to “Spiderman” and Superman, as well as the 1957 Telugu fantasy epic Mayabazar. ”

Streaming with subtitles has been a game-changer for some regional films, said Anupama Chopra, film critic and director of MAMI Mumbai Film Festival.

It also kind of allowed the stars, especially of Telugu cinema, to find an audience outside of their specific region,” she said. Suddenly everyone woke up.

This success has also been aided by a two-decade trend in which Hindi-language productions in Bollywood have become extremely Westernized,” according to Chopra, focusing more on an educated and urbanized Indian audience at the expense of 70% of the population. who lives outside the cities.

Meanwhile, Telugu cinema has never ceased to cater to a wider audience,” she said, calling the films extremely male-centric, “where mythical heroes fight in slow-motion sequences and the female characters are kind of sidelined.”

Chopra is also among the critics calling on manufacturers to take testosterone down a notch. Many warn that these hits, with their hyper-masculine protagonists, may stoke casual sexism and gender-based violence in India, a country already deemed unsafe for women.

The Telugu-language Pushpa, the Kannada-language KGF series and, to a lesser extent, RRR are loaded with toxic masculinity and misogyny. Violence is glorified. Attempts portrayed by male characters to woo women on screen could often be construed as harassment or kidnapping in most other cultures.

Rajamouli dismissed criticism surrounding male-centric content, saying it focuses on storytelling and emotions and not sex.

Despite the high volume of films produced each year, Indian films have yet to gain the kind of global appeal of South Korean content, with award-winning titles such as Parasite’s or Netflixs Squid Game.

In India, it hasn’t happened yet,” Rajamouli said, adding that he has no plans to change the style to appeal to a wider global audience. But the doors are open. Finding your type of audience in the rest of the world has definitely gotten a lot easier.” than about 10 years ago, he says.

Box office receipts in India are also smaller compared to China or the United States. Total ticket sales reached just $470 million last year, down a third due to the pandemic, compared to China’s 47 billion yuan ($7 billion) and $4.5 billion for Hollywood.

But huge domestic big-screen hits in India are unlikely to gain traction with overseas audiences, according to Chopra, who sees the contestants most likely to come from smaller, digitally-streamed productions.

The traditional, traditional Indian film which is song and dance, fantasy, color, drama, violence, I think it’s a tough sell as a crossover,” she said. is a very, very unique taste. I don’t know that Western audiences really buy into it, they still see it as kitsch.”

This story was published from a news feed with no text edits. Only the title has been changed.

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